photo © 2008 Lisa Heindel | more info (via: Wylio)
I was introduced to a great new blog called Marketing Lagniappe written by Stan Phelps. He writes that, “Lagniappe (pronounced lan-yap) is a creole word meaning “the gift.” Marketing Lagniappe is about putting your customers first by giving that “little extra” in order to exceed expectations.”
Why Didn’t I Think of That?
Years ago, I learned about lagniappe from my wife’s family in Louisiana. There lagniappe is, hopefully, an everyday event. Although I have been a marketer for many years I never thought of putting the two items together, until Stan opened my eyes.
Examples are everywhere of companies generating buzz which translates to word of mouth and positive social media mentions. Stan’s goal is to find 1001 instances of the “little extras” provided by various companies. My goal is to spread the word.
Bigelow Tea – Marketing Lagniappe in Action
Bigelow is one example from the blog of Marketing Lagniappe. In the words of one person, “I opened a new box of Bigelow Vanilla Chai Tea and I was surprised to see a different colored label on the tea bag I pulled out. I wondered if I had bought the wrong flavor, but it turns out it was a bonus bag of their “Constant Comment” orange spiced chai tea. It was a nice surprise and a great chance for me to sample another variety of their tea without having to buy an entire box of a flavor I may or may not like. And the good news is that I liked it. This is a great example of lagniappe because it surprised and delighted me and it was very relevant. If they had not done that, I probably never would have tried that kind of tea… but now I just might go get a box. So mission accomplished Bigelow; you made a customer happy, turned me on to another one of your products and you are generating word of mouth buzz.”
Stan would be happy to for you to submit your example of Marketing Laniappe here .
Customers expect you to meet their needs. If you want them to remain your customers you need to exceed their expectations.
That’s my new mantra. Over to you. Please comment below.
1. What examples of Marketing Lagniappe have your experienced?
2. How did you feel when you were on the receiving end of the lagniappe?
3. How do you offer lagniappe with your customers?